What a lead generation agency does to maximise motivation

Long days dialling call after call can be a daunting experience for anyone. Especially under current conditions where face to face contact is so limited. Keeping yourself or your workforce productive and motivated is perhaps even tougher now than under normal conditions. For the average lead generation agency however, staying motivated is very much business as usual.

With a little concerted effort and support from their managers, most lead generation agency employees are able to find the energy they need to knuckle down and get their calls fired up and ready for action. Take a look at some easy and effective motivational techniques that will boost productivity and improve morale in no time.

Herzberg’s motivation theory

Frederick Herzberg, an American psychologist, became one of the most influential names in business management in the 20th century. Known for his two-factor theory of motivation, his book ‘One more time, how do you motivate employees?’ sold more than 1.2 million copies when it was published in 1968. His ideas may now be half a century old, but they still hold true. A reliable lead generation agency like Blue Donkey measures productivity right down to the last few minutes of each hour. In such environments, the motivation of teams can be the key success factor in differentiating a business. Managers looking to inspire employees and boost productivity can use this theory to enable motivation. Understanding how their teams think and respond to certain things can help create the mind-set and appetite for optimum results.

Two factors

Whether you run a lead generation agency or factory floor, Herzberg believed that motivation was driven by two distinct factors. These factors fell into two broad categories: motivators, and hygiene factors. Motivating factors were those that actively encouraged a better rate of work or ‘discretionary effort’. These are special things that gave employees the energy and the drive to put more into their role. Without motivators, employees would struggle to put 110% into their work.

Hygiene factors, on the other hand, wouldn’t necessarily motivate workers to be more productive simply by being present. However, the absence of hygiene factors would demotivate workers and reduce productivity because they are considered essential. Ensuring the presence of both hygiene factors and motivators, therefore, is critical. Especially where forces of competition are high. In competitive markets like the lead generation agency, managers absolutely need to get the very best out of their workforce.


There are a number of motivators that Herzberg identified in his theory. Chief among them was the belief that by giving workers increased responsibility, meaningful and fulfilling work, and increased autonomy it would improve motivation levels. He also encouraged managers to reward achievement and recognise hard work among employees. For a lead generation agency, this might mean rewards like money or other incentives. However, Herzberg emphasised that money is not the only motivator, and for many, not even a motivator at all. So understanding the individuals on your team, and creating motivators that work ‘for them’, is key. For example, flexible work times, dress-down days, free fruit, may motivate more than financial rewards. For others, extra training, access to information, or a simple pat on the back might be a bigger motivator.

Hygiene factors

In Herzberg’s theory, hygiene factors are basic provisions that can demotivate a workforce by their absence. These include adequate pay, good working conditions, and fair and appropriate supervision. Although the presence of these important factors won’t necessarily motivate a workforce, their absence will significantly hinder productivity and sap employee morale in the process. Shared knowledge, training, free flow of information, and influencing ability are increasingly creeping into this category. Blue Donkey has implemented Investors in People as a tool to help support hygiene factors especially. For a lead generation agency, the nature of constant targets and deadlines places extra importance on motivation and its benefits.

A two-pronged approach

Managers looking to boost motivation should, therefore, take a two-pronged approach if they want to improve productivity for good. Looking at both motivating factors and hygiene factors will help company managers provide the best conditions possible for their workers and increase motivation levels across the board. Additionally, something Herzberg won’t have foreseen, is that growing pressures of life have led to a global mental health crisis. Work is no longer just about work. A lead generation agency like any other business now has a duty to protect and promote staff wellbeing.

Experts at Very Well Mind (do subscribe to their daily newsletter – it’s excellent!) say motivation is the force that initiates, guides, and maintains goal-oriented behaviours. It is what causes us to take action, whether to grab a snack to reduce hunger or enrol in college to earn a degree. The forces that lie beneath motivation can be biological, social, emotional, or cognitive in nature….. While no single theory can adequately explain all human motivation, looking at the individual theories can offer a greater understanding of the forces that cause us to take action.

If you’d like to find out more about our amazing lead generation agency, get in touch with a member of our team.

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